Disclosed are oral care products that consumers can directly customize according to their needs and preferences. The consumer selects a base oral care product and one or more customization agents to add to the base product to make a customized product that provides the desired therapeutic and aesthetic benefits and in-use experience. The base oral care product to be customized includes dentifrice, toothpaste, tooth gel, subgingival gel, mouthrinse, mouthspray, tooth whitening gel, denture product, and dental floss or tape. The customization agent comprises a component selected from oral care actives; flavors; sweeteners; materials affecting taste, mouthfeel, smell or other sensation such as essential oils, coolants and warming agents; product aesthetic agents such as colorants, opacifiers, speckles and texture or rheology modifying agents; and combinations thereof.